Like-baiting, the familiar technique used by businesses and campaigns time and time again, is undergoing a crackdown at Facebook. The process of baiting people into liking or sharing something to ensure further distribution on Facebook. However, this practice is impractical and does not guarantee that the piece will be further distributed. In addition, it creates the further impression that it is spam. This means that marketers will have to be far more cautious in how they promote their Pages throughout their Facebook advertising campaigns.
Marketers who engage in a practice of filling their clients’ Facebook News Feeds with images and campaigns their clients are encouraged to like may soon find that their clients are ultimately signing off – and, with Facebook’s move to end the incidents of these sorts of events, marketers are going to have to reconsider how they are going to approach this sort of marketing. The problem is, the more certain links or information is shared, research has found it has become increasingly irrelevant. After a while, up to 10 percent of the information from Pages ultimately disappears from the person’s News Feed, as they move to block it from their profiles.
The thing is, Facebook’s move to block this sort of repetitive marketing won’t mean that your business’ legitimate News Feed postings won’t get shoved to the side. Certainly, mistakes happen. However, the vast majority of those who rely on people sharing or liking their posts may find that these postings may lead to an overall spike in the traffic that flows through to their sites. Facebook’s current focus is on ensuring high quality content hits their users’ News Feeds rather than the lower quality, “spammy” links.
The social media giant hopes that their current move to end spam-like appearances on their website will help stem some of the repetitive marketing moves that Facebook has seen lately from a range of businesses. Facebook’s crackdown is not designed to affect those who are genuinely trying to spark honest discussion among their fans, either. The current crackdown is designed to affect those marketers who may be using less-than-savvy marketing ploys in order to draw people to their websites, or possibly even to sites where there is nothing but a flood of other advertisements rather than the images that they expected to see.
Marketers who have used techniques such as those in the past have caused Facebook users great strife, as they click on these images expecting to be taken to further information about the product being advertised. Facebook’s move to eliminate these spammy sorts of links should do a lot to promote the businesses that are legitimately trying to spark conversation with their clientele about their business, and send a clear signal to those inappropriately using the social media network to promote their business.